Marketing Strategy Staff Required
• Product
Authentic coffee varieties from all around the
world, served with snack options and Drive-
Through availability.
• Prices
Penetration pricing strategy to be implemented to
attract consumers with various coffee preferences
(Steenhuis, et al., 2011).
• Promotion
Introducing loyalty memberships, promotions
through social media such as Facebook, Instagram
and local newspapers (Chawla, 2021) .
• Place
Will be placed in Melbourne, highly populated area
where majority of working professionals will be
targeted to serve (Indarti, 2004).
• Packaging
Simply designed packaging will be used, with Kawa
Lounge logo on the packaging.
• Positioning
Product quality will be the promoting factor to
position the products of Kawa Lounge.
• People
Hiring people with the previous experience in coffee
shops, restaurants will be ideal for the growth.
Financing
• Baristas • Investment through personal
• Manager finance
• Accountant • Lending via the regional banks
• Waiter (Paper, 2018) (Finance, 2022)
Quality Management
• Selecting the best ingredients for the production process
• Having a robust system for quality control (process for quality
checks, system information regarding the expiration dates,
production quality gradings)
• Highest hygiene levels should be maintained in the premises
• Well qualified staff and make sure they are refreshed with up-to
date trainings (Almohaimmeed, 2017).
Kawa Lounge is all about Quality.
Almohaimmeed, B. M. A., 2017. Restaurant Quality and Customer Satisfaction. International Review of Management and Marketing, 7(3), pp. 42-49.
Australia, G. o., 2022. Food Standards Australia. [Online]
Available at: https://www.foodstandards.gov.au/foodsafety/standards/Pages/Storing-food-safely.aspx
[Accessed 23 Oct 2022].
Chawla, Y., 2021. Social media marketing for businesses: Organic promotions of web-links on Facebook. Journal of Business Research, 135(1), pp. 49-55.
Finance, L., 2022. Fund New Business With Startup Loans. [Online]
Available at: https://www.lumi.com.au/business-loans/startup-loans
[Accessed 23 October 2022].
Indarti, N., 2004. BUSINESS LOCATION AND SUCCESS:. Gadjah Mada International Journal of Business, 6(2), pp. 171-192.
Ivkov, M. et al., 2016. INNOVATIONS IN THE RESTAURANT INDUSTRY – AN EXPLORATORY STUDY. Economics of Agriculture, 1(1), pp. 1169-1185.
Paper, M., 2018. Starting a Coffee Shop. [Online]
Available at: https://mcdonaldpaper.com/blog/hiring-the-right-staff
[Accessed 23 October 2022].
Steenhuis, I. H., Waterlander, W. E. & Mul, A. d., 2011. Consumer food choices: the role of price and pricing strategies. Public Health Nutrition, 14(2), pp. 2220-2226.